Tag: brand building

Skip says advertising’s performance metrics, risk-heavy approvals, and platform-driven asset demands have stripped courage and distinctiveness from the creative process. The industry’s focus on measurable, defensible outcomes has improved targeting and accountability while producing too much work that’s technically optimized…

CTV is underperforming not because of the medium itself, but because marketers are applying outdated, performance-driven strategies that ignore the brand-building nature of TV. Despite claiming brand awareness as a primary goal, most campaigns are optimized around click-throughs and conversions,…